© Copyright 2013 FLIMP Media Inc. All rights reserved. ® FLIMP is a registered trademark of Flimp Media Inc.1

Flimp Case Study: Event Marketing/Fundraising Video Postcard Email Marketing CampaignClient: United Way - United Way Women’s Initiative

Flimp Media, Inc.2 Hayden Rowe Street | Hopkinton, MA 01748Phone: 877.FLIMP.IT (877.354.6748)Fax: 508.974.1776Email: | Web:

Video Marketing

In October 2009, United Way of Massachusetts Bay and MerrimackValley hosted the 14th Annual Women’s Leadership Fundraising Breakfast for executive women in the greater Boston areato raise money and awareness for Today’s Girls… Tomorrows Leadersinitiative that provides funding to genderspecific girls programming for girls between

(TGTL), an

the ages of 7 and 18. Since 1996 date, TGTL invested over $10 million in community based programs and has provided more than 250,000 girls with innovative programsand opportunities to meet the uniqueneeds of girls for positive development bypairing girls with mentors, and providing them with technical and leadership skills, and education them about healthy lifestyles.

United Way of Massachusetts Bay andMerrimack Valley is advancing the common good in our region by providing help today in ways that strengthen tomorrow. Our work ensures that children are ready to learn when they enter school, stay engaged in learning and graduate able to compete, and are nurtured by families that have the financial stability to support both theirbasic needs and future success. No other single organization has the scope, expertiseand influence to bring together hundredsof human services agencies, government, businesses, private foundations anddedicated volunteers around a common vision of creating maximum impact andachieving long-lasting results.

Event Marketing Objectives

Vice President of Fidelity Investments and Co- Chair of the 14th Annual Women’s Leadership Breakfast event, “Our goals for the event were to achieve a capacity attendance of approximately 950 women andto increase the amount of money raised from the event in 2008. Given the challenging economy and intense competition forexecutive’s time and donations from other

The Co-chairs of the event recommended that the United Way use the Flimp video marketing technology and video productionand creative services to develop andexecute a compelling video email marketingmessage for the invitation that wouldgenerate excitement and distinguish theWomen’s Leadership Breakfast event from other fundraising events. “Senior executivewomen that we were trying to reach for our event frequently get invited to these kinds of fundraising events,” Norley said. “So the question became how do we set ourselvesapart in a way that really will engage and

How do we create a much more engaging marketing message and invitation?”

For Alicia Canady, the United Way Program Director, using online video and the Flimp video marketing platform to achieve higherviewer engagement rates made perfect sense. “Our number one goal was to increase traction among the email invitationrecipients,” Canady said. “We wanted to have viewers hang out and click around,

“The video postcard campaign was a phenomenal succesbreakfast and were able to raise over $400,000 on the day of the event, nearly twice the amount raised

impressed with the results”.Pamela Norley, Event Co-chair

EVP, Fidelity Investments

Video Postcard for Women’s Initiative United Way - Women’s Leadership Breakfast Fundraising and Event Marketing

Flimp Case Study: Event Marketing/FundraisingVideo Postcard Email Marketing CampaignClient: United Way- United Way Women's Initiative

According to Pamela Norley, Executive

organizations, we knew we would have tothink outside the box and differentiate ourmarketing efforts to achieve our goals.”

draw in our audience on an emotional level?

© Copyright 2013 FLIMP Media Inc. All rights reserved. ® FLIMP is a registered trademark of Flimp Media Inc.2

Flimp Case Study: Event Marketing/Fundraising Video Postcard Email Marketing CampaignClient: United Way- United Way Women's Initiative

The successful fundraising results also came with a lower price tag. “We saved over $9,000 in print and mailing costs” Canady said. “Going 100% digital and using video was a real win for us,” she said. “It became almost prehistoric to think about using direct mail again. Using print in the past made the RSVP process very disconnected. Having the video invitationsemailed was a great way to streamline our marketing efforts while lowering our costs.”The savings were particularly important for United Way’s donors. “When donorscome to fundraisers, they want to see their contributions spent helping people, notwasted on expensive marketing brochuresand mailings.” Canady said. “Using video postcards we were able to achieve great results without high marketing costs, whichmade everyone very happy.”

Having all of the event information availableonline also cut down on the amount of United Way staff time spent explainingdetails to would-be attendees. “I did notget a lot of emails or questions about theevent,” Canady said. “That was one of the goals, to lay evegive people all the information that they

rything out and be able to

needed to register and donate online.”

again in the future, and has even suggested that the United Way use it as more than just a direct marketing tool. “Video postcards could be used throughout the organization,” Canady said, “especially in social media marketing.”

Video Postcard Campaign Statistics

The Women’s Leadership breakfast video postcard was sent out to 4,600 recipients and generated 1,521 views, an engagement rate of 33%. Of the engaged viewers, 1063 or 70% responded to the video postcard by clicking on an RSVP or information link,and 27 viewers received the invitation viathe Forward to a Friend button. Theaverage time spent by each viewer on theflimp landing page was 2 minutes and 42 seconds, which compares to an average of only 8 seconds spent on the typical HTML email message according to industry research. In total, video postcard recipientsspent 67 hours, 54 minutes engaged with the United Way video invitation.

to give us feedback and interact with the message and video content. We needed an efficient, low cost way to produce a videomessage and deliver it by email together with multimedia content to invitees whichcould provide a quick and easy way to register for the event.”

Canady was particularly impressed with the Flimp tracking and reporting capabilities.“The video postcard viewer reporting was astounding. It showed us how long and in what ways each viewer was engaging with the postcard by email address, and who was forwarding the message and how thoserecipients were interacting. With the flimptracking capabilities, we could immediatelygather detailed data about the viewers thatcould help us increase registrations andattendance.”

To save money, the organizers of the 2009 event decided to eliminate print brochures and direct mail and focus their primary marketing efforts on developing the video postcard campaign using Flimp together with Constant Contact email. In prior years,the United Way used a combination of printmail and static email to promote the annual Women’s Leadership Breakfast event. In addition to lowering marketing costs, therewas a desire to eliminate the environmental impact of using printed materials.

Video Postcard Campaign

Flimp Memail invitation and post event thank you

edia produced two videos for the

that Co-Chair Krissy Davis, a Deloitte Partnerand Angie Rodriguez, a program participantand beneficiary, who also told her personalstory at the event. The invitation video also included a brief profile of keynote

included personal messages from

speaker Carla Harris, a Managing Director at Morgan Stanley. The cost of producing the two videos for the campaign was under $1000. Using the video and branded graphics provided by the United Way, Flimp Media then created a branded video post- card for the event using the Flimp technology.The video postcard featured a short description of the event, and the eventdetails, and interactive links to forwardthe video postcard to others, to get directions to read speaker profiles, get

event details, and to register for the event. The video postcard was delivered to United Way’s event database of 4600 friends and past donors using Constant Contact, one of 30 email service providers integrated with the Flimp video marketing platform. Following the event, a Thank-you video postcard was sent to attendees designed to generate additionalsupport and to thank everyone for their generosity and support.

Marketing and Fundraising Results

“The video postcard campaign was a phenomenal success” said Pam Norley, Co-Chair of the Women’s Leadership Breakfast event. “We had a record attendance at theannual breakfast and were able to raise over $400,000 on the day of the event, nearly twice the amount raised in 2008. In addition the costs were low and the flimptechnology was easy to use. Given the competition for our audience’s time andsupport, we were extremely impressed with the results”.The video postcard was sent to an email database of 4,600 prompting 1311 RSVP’sand producing 965 attendees. “It was a fullhouse, we were happy with the turnout,” Canady said. “Everyone was thrilled with the turnout and the support. Considering the down economy and high unemployment, we did very well. This was one of the most successful events in our history.

“The video postcard campaign was a phenomenal success” said Pam Norley, Co-Chair of the Women’s Leadership Breakfast event. “We had a record at the annual breakfast and were able to raise over $400,000 on the day of the event, nearly twice the amount raised in 2008. In the costs were low and flimp technology was easy to use.

Given the for our audience’s and support, we were extremely impressed with the results”.

additional

Canady plans to use the Flimp platform

Video Duration

© Copyright 2013 FLIMP Media Inc. All rights reserved. ® FLIMP is a registered trademark of Flimp Media Inc.3

Flimp Case Study: Event Marketing/Fundraising Video Postcard Email Marketing CampaignClient: United Way - United Way Women’s Initiative

Flimp Media, Inc.2 Hayden Rowe Street | Hopkinton, MA 01748Phone: 877.FLIMP.IT (877.354.6748)Fax: 508.974.1776Email: | Web:

0

500

1000

1500

2000

1,521 1,493

1,063965

Total Video Postcard ViewsVideo Views SessionsResponse ActionsRegistered Attendes

United Way - Women’s Leadership Breakfast. Viewer Engagement and Response Data

Video Viewing Time

Total Viewing Time Avg. Viewing Time Total Video Starts58 seconds 67 hours, 53 minutes and 48 seconds 2 minutes, 42 seconds 1,493

Target Audience Actions Viewers Viewer Response Rate

Total video postcard views (including viral recipients)' 1,521 155.20%

Video view sessions (% of video postcard viewers) 1,493 98.16%

349 22.95%

Response links clicked (% of video postcard viewers) 1,063 69.98%

27 1.78%Forward to a friend (% of video postcard viewers)"

965 63.12%

1. 2. Viral recipients data does not include messages forwarded directly from email agent.

Event Marketing Objectives

Video Postcard for Woman’s Leadership EventUnited Way - Women’s Leadership Breakfast

2009 2008

RSVP Yes 1,311 1,275965 756

No Shows 332 519

Day of Event FundraisingTotal Raised Day of Event $409,826 $208,043 First Time Givers 172 135New Leadership Donors 36 16

Event Results

2009 2008

Watched to completion (% of video postcard viewers)

Registered Attendees (% of video postcard viewers)